{"id":11459,"date":"2016-06-16T22:00:46","date_gmt":"2016-06-16T22:00:46","guid":{"rendered":"https:\/\/www.calabrio.com\/blog\/construire-un-business-case-pour-lanalyse-de-la-clientele"},"modified":"2025-09-02T06:00:10","modified_gmt":"2025-09-02T06:00:10","slug":"construire-un-business-case-pour-lanalyse-de-la-clientele","status":"publish","type":"post","link":"https:\/\/www.calabrio.com\/fr\/blog\/construire-un-business-case-pour-lanalyse-de-la-clientele\/","title":{"rendered":"Construire un business case pour l&rsquo;analyse de la client\u00e8le"},"content":{"rendered":"\n<section\n\tid=\"\"\n\tclass=\"section-blog-case-study pb-l\/l md:pb-l\/xxl\"\n\tdata-theme-block-id=\"block_15ff00292c636b19a3a105242d62becb\"\n\tdata-aos=\"fade-up\"\n>\n\t<div class=\"relative\">\n\t\t\t\t\t<div class=\"absolute top-0 left-c\/xl pt-0 lg:pt-4 md:mt-c\/m lg:mt-0\">\n\t\t\t\t<div class=\"py-c\/xs md:py-c\/l xl:py-c\/xs\">\n\t\t\t\t\t<ul class=\"flex gap-2 line-clamp-1 body-small\"><\/ul>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"flex lg:flex-row justify-between md:pt-l\/xl  flex-col\">\n\t\t\t<div class=\"container mt-c\/l md:-mt-c\/m lg:w-[calc(100%\/240*139)] lg:pb-0 flex flex-col gap-c\/xl md:gap-c\/l lg:px-c\/xxl xl:pr-[170px]  pt-c\/xxl lg:py-c\/xxl\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"flex flex-row gap-c\/m pt-c\/s md:pt-c\/l flex-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"w-fit body-small text-text-secondary-aa font-medium px-c\/m py-c\/xs bg-background-secondary rounded-xs cursor-pointer\">Analytique <\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t<h1 class=\"heading-medium pb-c\/m\">Construire un business case pour l&rsquo;analyse de la client\u00e8le<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t<div class=\"relative lg:w-[calc(100%\/200*101)] xl:w-[calc(100%\/240*101)]\" data-aos=\"fade-up\" data-aos-delay=\"250\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\t\t<style>\n\t[data-theme-block-id=\"block_15ff00292c636b19a3a105242d62becb\"] {\n\t\t@media only screen and (max-width: 743px) {\n\t\t\t\t\t\t\t\t}\n\t\t@media only screen and (min-width: 744px) {\n\t\t\t\t\t\t\t\t}\n\t}\n\t<\/style>\n\n<div class=\"container group page-layout flex flex-col flex-wrap lg:flex-row gap-l\/xxl lg:gap-gutter py-l\/xxl lg:py-l\/xs blg_inner_container\" data-module=\"page-layout\">\n\t\t\t\t\t\n\t<div\n\t\tclass=\"w-full aos-init aos-animate gap-c\/l flex flex-col\"\n\t\tdata-module=\"sticky-nav\"\n\t\tdata-aos=\"fade-up\"\n\t>\n\n\n\t<div class=\"flex justify-between items-center\">\n\t\t<p class=\"body-medium text-text-tertiary-aa\">Share<\/p>\n\n\t\t<div class=\"flex\">\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fconstruire-un-business-case-pour-lanalyse-de-la-clientele%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59672)\">\n<path d=\"M16.6676 0H1.32891C0.594141 0 0 0.580078 0 1.29727V16.6992C0 17.4164 0.594141 18 1.32891 18H16.6676C17.4023 18 18 17.4164 18 16.7027V1.29727C18 0.580078 17.4023 0 16.6676 0ZM5.34023 15.3387H2.66836V6.74648H5.34023V15.3387ZM4.0043 5.57578C3.14648 5.57578 2.45391 4.8832 2.45391 4.02891C2.45391 3.17461 3.14648 2.48203 4.0043 2.48203C4.85859 2.48203 5.55117 3.17461 5.55117 4.02891C5.55117 4.87969 4.85859 5.57578 4.0043 5.57578ZM15.3387 15.3387H12.6703V11.1621C12.6703 10.1672 12.6527 8.88398 11.2816 8.88398C9.89297 8.88398 9.68203 9.97031 9.68203 11.0918V15.3387H7.01719V6.74648H9.57656V7.9207H9.61172C9.9668 7.2457 10.8387 6.53203 12.1359 6.53203C14.8395 6.53203 15.3387 8.31094 15.3387 10.6242V15.3387Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59672\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fconstruire-un-business-case-pour-lanalyse-de-la-clientele%2F&#038;text=Construire un business case pour l&rsquo;analyse de la client\u00e8le\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.7447 1.42792H16.2748L10.7473 7.74554L17.25 16.3424H12.1584L8.17053 11.1284L3.60746 16.3424H1.07582L6.98808 9.58499L0.75 1.42792H5.97083L9.57555 6.19367L13.7447 1.42792ZM12.8567 14.828H14.2587L5.20905 2.86277H3.7046L12.8567 14.828Z\" fill=\"#2356E7\"\/>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Fconstruire-un-business-case-pour-lanalyse-de-la-clientele%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59678)\">\n<path d=\"M9 0C4.02948 0 0 4.02948 0 9C0 13.2206 2.90592 16.7623 6.82596 17.735V11.7504H4.97016V9H6.82596V7.81488C6.82596 4.75164 8.21232 3.3318 11.2198 3.3318C11.79 3.3318 12.7739 3.44376 13.1764 3.55536V6.04836C12.964 6.02604 12.595 6.01488 12.1367 6.01488C10.661 6.01488 10.0908 6.57396 10.0908 8.02728V9H13.0306L12.5255 11.7504H10.0908V17.9341C14.5472 17.3959 18.0004 13.6015 18.0004 9C18 4.02948 13.9705 0 9 0Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59678\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\t\t\t\n\t\t\t<div class=\"flex flex-col flex-1 lg:basis-0 lg:py-c\/m  js-page-content overflow-hidden\">\n\t\t\t<div\n\tstyle=\"background-color: #FFFFFF\"\n\tclass=\" wysiwyg wysiwyg--inline flex flex-col py-c\/l gap-c\/m\"\n\tid=\"\"\n\tdata-aos=\"fade-up\"\n>\n\t\t\t\n\t\t\t\t\t<span style=\"color: #080F21\"><p>Si vous travaillez dans un secteur ax\u00e9 sur les produits ou les services, il n&rsquo;est pas surprenant que la mani\u00e8re dont vous vous engagez aupr\u00e8s de vos clients soit essentielle. Le fait que vous les connaissiez bien, que vous puissiez leur offrir un service personnalis\u00e9 et que vous puissiez gagner leur confiance et leur fid\u00e9lit\u00e9 peut faire la diff\u00e9rence entre vos clients qui d\u00e9pensent leur argent chez vous et ceux qui le d\u00e9pensent chez vos concurrents. Dans un contexte de concurrence acharn\u00e9e pour attirer les clients, il est important de se poser la question : En faites-vous assez ?<\/p>\n<p>R\u00e9cemment, <a href=\"https:\/\/www.calabrio.com\/recorded-webinars\/watch-innovation-through-analytics\/\">j&rsquo;ai anim\u00e9 un webinaire avec Richard Snow, vice-pr\u00e9sident et directeur de recherche de Ventana Research<\/a>, afin d&rsquo;explorer les possibilit\u00e9s d&rsquo;am\u00e9lioration de l&rsquo;engagement des clients. Nous avons commenc\u00e9 par examiner les conclusions d&rsquo;un r\u00e9cent rapport de Ventana Research, qui r\u00e9v\u00e8le que 77 % des entreprises souhaitent am\u00e9liorer la fa\u00e7on dont elles s&rsquo;engagent aupr\u00e8s de leurs clients. Toutefois, seuls 33 % d&rsquo;entre eux estiment que leur niveau d&rsquo;engagement est actuellement excellent, tandis que la grande majorit\u00e9, 67 %, estime que leur niveau d&rsquo;engagement se situe entre bon et m\u00e9diocre. Tout cela signifie qu&rsquo;il existe une grande possibilit\u00e9 d&rsquo;am\u00e9lioration.<\/p>\n<p>Chez Calabrio, nous pensons que la solution est d&rsquo;investir dans l&rsquo;analyse de la client\u00e8le. Ce n&rsquo;est pas simplement parce que nous essayons de faire une vente, mais parce que nous savons que l&rsquo;analyse est le moyen le plus efficace d&rsquo;obtenir une vue \u00e0 360 degr\u00e9s du client.<\/p>\n<p>Voici quelques-uns des avantages pour les entreprises :<\/p>\n<h3>1. Suivre les questions d&rsquo;engagement au niveau de l&rsquo;entreprise<\/h3>\n<p>L&rsquo;engagement des clients peut \u00eatre divis\u00e9 en trois domaines d&rsquo;activit\u00e9 :<\/p>\n<ul>\n<li>Exp\u00e9rience client (CX)<\/li>\n<li>Service client\u00e8le<\/li>\n<li>Processus d&rsquo;entreprise<\/li>\n<\/ul>\n<p>Ces domaines couvrent l&rsquo;ensemble de l&rsquo;entreprise et s&rsquo;\u00e9tendent au-del\u00e0 du marketing, des ventes ou du centre de contact. Dans ces diff\u00e9rents services, les donn\u00e9es sont g\u00e9n\u00e9ralement collect\u00e9es et stock\u00e9es dans des syst\u00e8mes disparates. Avec un outil puissant d&rsquo;analyse de la client\u00e8le, vous pouvez int\u00e9grer des donn\u00e9es provenant de diff\u00e9rents syst\u00e8mes, cr\u00e9ant ainsi des exp\u00e9riences client coh\u00e9rentes \u00e0 travers les canaux et les points de contact avec la client\u00e8le.<\/p>\n<h3>2. Obtenir des informations opportunes<\/h3>\n<p>S&rsquo;il existe des applications appropri\u00e9es pour les feuilles de calcul \u00e0 tous les niveaux de l&rsquo;entreprise, l&rsquo;utilisation de ces documents pour obtenir des informations sur l&rsquo;engagement des clients n&rsquo;en fait pas partie. En l&rsquo;espace de quelques jours, voire de quelques heures, les informations peuvent devenir obsol\u00e8tes. La capacit\u00e9 de votre \u00e9quipe \u00e0 d\u00e9tecter les signaux d&rsquo;alerte et \u00e0 s&rsquo;adapter en cons\u00e9quence est ce qui, en fin de compte, donnera \u00e0 votre entreprise une longueur d&rsquo;avance sur ses concurrents.<\/p>\n<h2>3. Pr\u00e9dire les r\u00e9sultats futurs de l&rsquo;engagement<\/h2>\n<p>En plus de fournir des informations opportunes, un outil d&rsquo;analyse de la client\u00e8le vous permettra \u00e9galement d&rsquo;identifier des mod\u00e8les qui peuvent aider \u00e0 pr\u00e9dire les r\u00e9sultats de l&rsquo;engagement futur. Par exemple : discerner les canaux de communication pr\u00e9f\u00e9r\u00e9s de vos clients, les probl\u00e8mes de service les plus fr\u00e9quents et les repr\u00e9sentants du service client\u00e8le les plus performants.<\/p>\n<p>En comprenant les nuances de ces exp\u00e9riences, votre entreprise peut am\u00e9liorer la fa\u00e7on dont elle interagit avec les clients et s&rsquo;assurer que les \u00e9cueils rencontr\u00e9s dans le pass\u00e9 ne se reproduisent pas \u00e0 l&rsquo;avenir. Mieux encore, plus vous utilisez l&rsquo;analyse et plus vous recueillez de donn\u00e9es, plus ses capacit\u00e9s pr\u00e9dictives deviennent puissantes.<\/p>\n<p>Si vous \u00eates pr\u00eat \u00e0 prendre des mesures pour am\u00e9liorer l&rsquo;engagement des clients, <a href=\"https:\/\/www.calabrio.com\/recorded-webinars\/watch-innovation-through-analytics\/\">d\u00e9couvrez ce qu&rsquo;une solution d&rsquo;analyse de la client\u00e8le peut faire pour vous.<\/a><\/p>\n<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\n\t<\/div> ","protected":false},"excerpt":{"rendered":"","protected":false},"author":264,"featured_media":5885,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[36],"tags":[],"blog-languages":[],"class_list":["post-11459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Construire un business case pour l&#039;analyse de la client\u00e8le | Calabrio<\/title>\n<meta name=\"description\" content=\"Am\u00e9liorez l&#039;engagement des clients et gagnez un avantage concurrentiel gr\u00e2ce \u00e0 un outil d&#039;analyse de la client\u00e8le. 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